Travel Alberta
Client
Role
UX Designer
Year
2023
Overview
What are the results that we achieved?
01
+82% retention rate
Increased depth and richness in content were apparent through feedback and metrics. The focus on storytelling and emotional engagement successfully shifted the approach from generic to captivating content, fostering a stronger connection with potential travellers.
02
+210% engagement rate
The redesigned content aligned more effectively with the 'Curious Adventurers' audience, resulting in increased destination awareness and inspiring more travel to Alberta. This strategic alignment positively impacted Travel Alberta's mission to attract visitors.
Background
Overview
Travel Alberta (TA) is the destination management organization (DMO) arm of the Government of Alberta. TA’s mandate is to promote Alberta as a desirable place to travel, live, work, play, invest, and learn. TA works with businesses and organizations throughout the province to capitalize on Alberta’s breathtaking landscapes and world-class hospitality to develop memorable experiences for visitors to enjoy in all regions year-round.
Problem
Overview
TA's team faced challenges in crafting captivating content for essential pages on the website. Despite a visually appealing interface and a flexible component system, the current content lacked depth and appeared generic and overly simplistic. Rather than focusing on storytelling and emotional engagement, the approach was centred on filling content gaps.
Our solution
Overview
To entice these travellers to choose Alberta, we were able to spotlight its uniqueness and why it should be their destination of choice.
We revamped clusters of crucial pages by outlining a comprehensive content structure, crafting fresh copy, and developing final page designs.
Business Goals
Aspire to win hearts and minds.
01
Inspire travel
The primary goal of the consumer site is to inspire potential travellers to choose Alberta as their primary travel and tourism destination.
02
Destination awareness
Making sure we highlight what sets Alberta apart, showcasing its distinctiveness with a plethora of exclusive activities and events.
Content strategy
Define
Our target audience, the 'Curious Adventurers,' comprised of US travellers seeking immersive cultural experiences. While familiar with destinations like Banff and holding positive perceptions of Canada, they lack awareness of Alberta's offerings.
Guiding Principles
01
Be thoughtful
We will be reasonable about the content, function, and features we plan for the site to ensure resources and ideas are tightly aligned to outcomes that have net value.
02
Be focused
We will focus on clarity and simplicity to reduce friction and cognitive load, thereby supporting conversions at the top of the sales funnel.
03
Be inclusive
We will ensure that a good experience is provided across all modern devices and within WCAG AA accessibility standards.
Define
Adapting new and existing content
01
Existing content
Utilizing TA's repository of experiences, I delved into understanding travellers' needs when exploring a destination and how to convey these narratives effectively on the website.
02
Uniquely Alberta
Shaping a compelling story centred on Alberta's unique offerings posed a challenge. For instance, while ice skating might not be exclusive to Alberta, capturing the allure of skating amidst the majestic mountains under the northern lights was pivotal in attracting visitors.
03
Fresh narratives
After formulating this compelling narrative, I ensured that these experience pages seamlessly integrated into our overarching strategy, driving potential travellers towards diverse activities and destinations within the province. This involved cross-linking content across existing and upcoming site pages.
Wireframes
Develop
This process involved exploring their current operator library and featuring pertinent content to attract potential future travellers. Utilizing the established pattern library, I outlined a page structure emphasizing storytelling and conveying the essence of why Alberta is a unique destination worth exploring and experiencing.
Once that foundation was set, I worked closely with our copywriters and designers to develop compelling content and imagery. I oversaw this process to refine the material before sending it to the client for feedback.
Outcome
Delivery
After finishing the wireframes, we shared them with the client to confirm they aligned with the website's initial design vision. While there were slight hiccups regarding image selection, we received overwhelmingly positive feedback on our enhanced pages. The unified messaging, content, and design resonated well with TA.
Impact
Delivery
Our comprehensive redesign strategy at Travel Alberta revitalized the digital experience and elevated Alberta's image as a premier travel destination. The immersive storytelling approach we implemented transformed how visitors engage with the website, drawing them into the heart of Alberta's unique offerings. The unified messaging, enriched content, and intuitive design led to a significant surge in user interaction, fostering a deeper connection between potential travellers and the essence of Alberta's landscapes and activities.
Takeaways
Reflections
01
Establish early collaboration cycles
While refining content and design, there were instances where minor details took precedence, potentially diverting attention from the broader strategic goals. Through iterative collaboration cycles with stakeholders, prioritizing discussions around the core objectives, we steered clear of these distractions, ensuring alignment with TA's vision.
02
Streamline and document design conventions
Entering a project with existing design conventions facilitated a smoother transition. This practice significantly streamlined the onboarding process, enabling a quicker grasp of TA's design ethos. More importantly, it provided a structured framework to work within, facilitating efficient decision-making and maintaining design consistency.
